Several people were reportedly trampled as the crowd rushed during a giveaway at Shoe Palace on Hollywood Boulevard, hosted Monday night by rapper Phora.

Paramedics evaluated 10 people for minor injuries at the scene, according to ABC, with eight of those apparently taken to local hospitals.

The publicity exercise went wrong as some in the crowd began pushing and shoving, with at least one person said to have passed out, according to social media reports.

To drum up interest in his new album and tour, Phora encouraged fans to show up and score free footwear and merch. “New shoes for anyone who needs them and giving away a bunch of FREE YT/Love Is Hell shirts to whoever comes,” he wrote in a post Sunday.

Later, Phora tweeted an ABC report on the incident. “I’m so sorry,” he told the broadcaster. “I personally took someone to the hospital myself. It’s super hectic out here tonight. I appreciate the fans, I appreciate the love.”

UPDATE: Crowd was gathered for promotional event by rapper Phora at Shoe Palace, Hollywood & Highland. Witnesses say there was pushing and shoving in the crowd, some were hyperventilating when rapper appeared https://t.co/g5BBYlLlYppic.twitter.com/TxRyrkrDfj

The California rapper starts a national jaunt this Wednesday night at Seattle’s Showbox in support of his new album release, Love Is Hell, his second with Warner Music Group. The likes of 6LACK, G-Eazy, Tory Lanez and Trippie Redd are guests on the new record, the followup to 2017’s Yours Truly Forever.